Website
Visit Rwanda Website
In 2018 I redesigned Visit Rwanda, the Rwanda Development Board's platform to promote the country as a place to visit and to invest in. I ran discovery sessions with the client, defined the UX and wireframes, designed the key pages and followed the build of the UI, design system and back office closely, so everything rendered as intended. The site is still live and gained global visibility through the eight-season Arsenal sleeve partnership.
Problem
By 2018, Rwanda and its infrastructure had developed greatly, but public perception had not kept pace. The Visit Rwanda platform needed a refresh to entice and inform two audiences at once, tourists and investors.
Challenge
Apply the existing brand style guide and values to keep the experience consistent across the site, while simplifying the complex site maps of both Tourism and Investment.
Solution
A responsive website built on a set of reusable modules that can be combined to create any page in the back office. This kept communication consistent and made a complex site structure simple to manage.
Way of work 💡
What I did in this project
Discovery
Discovery sessions with the client to define goals and requirements for both tourism and investment.
UX Flows & Wireframes
Simplified site maps and page flows for Tourism and Investment, with wireframes that fixed the structure before visual work.
Design System
A modular component library that lets editors build any page in the back office while staying consistent.
Prototyping
Interactive prototypes of the key pages to validate structure and navigation before development.
I designed Visit Rwanda as one platform for two audiences. Tourism and Investment were given the same architecture, navigation and visual language, while each kept its own structure and tone. Everything was built from a set of reusable modules, so the team could create and update pages in the back office without losing consistency.
One platform, two journeys
Tourism and Investment sit side by side in the same navigation. Visitors and investors each get a clear path, without leaving the site or facing two different experiences.
Modules instead of pages
Instead of designing page by page, I defined a library of modules that editors combine in the back office. New pages follow the same rules from the start, and the complex site structure stays manageable.
Consistent from design to screen
The existing brand guidelines were applied across a responsive layout. I followed the implementation of the front end and the back office closely, to make sure every module rendered as designed.
In 2018 Visit Rwanda became Arsenal's first-ever sleeve sponsor, and the partnership ran for eight seasons until June 2026. Every match put the Visit Rwanda name in front of a global audience, and visitrwanda.com was where that attention had to land. The platform I designed had to welcome that traffic and still speak clearly to both tourists and investors.
From sleeve to site
The Visit Rwanda logo appeared on the left sleeve of every Arsenal team, plus matchday LED boards at the Emirates. The website was the destination behind the brand, the place where a fan's curiosity could turn into a trip or a business enquiry.
A platform with room to grow
Arsenal sits in the main navigation next to Tourism, Investment and Meet in Rwanda. The modular system made it possible to add a whole new area to the site without breaking its structure or its visual language.
More than a logo on a shirt
The partnership included coaching camps and visits from the men's and women's teams. The site told that story through Football in Rwanda, the Live your Goals programme and Football for Hope, Peace and Unity, connecting the sport with the country's values.
